Trends in alcohol marketing:

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Trends in alcohol marketing

• Is it still possible to regulate alcohol
  marketing effectively?
• Avalon de Bruijn
• 30th of September 2009

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Content presentation

• Introduction of EUCAM
• The impact of alcohol marketing and policy
  implications
• How is alcohol marketing regulated?
• Effectiveness of Self Regulation The Dutch case
  (compared to Canada)
• Effectiveness of statutory regulation The Dutch
  case
• New Trends in alcohol marketing How alcohol
  advertisers react on political and public
  pressure.
• Lessons for Policy

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Relevance of the presentation

• The role of knowledge about the impact of
  marketing and the functioning of regulations
  becomes more important
• Legitimacy is protection of public health
• In most countries existing regulations do not
  protect young people effectively
• Its time to act
• This presentation shows the benefits and
  shortcomings of the existing alcohol marketing
  regulations in Europe partly based on monitoring
  in the Netherlands

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European Centre for Monitoring Alcohol Monitoring

• EUCAM is initiated by STAP (NL) and supported by
  IOGT-NTO (SW), Actis (NO), AV.OG.TIL (NO),
  Eurocare Italia (IT),
• Landsraadet (DK), Nordic Welfare Centre (FI) and
  PARPA (PL)
• EUCAM is an official commitment in the European
  Alcohol Health Forum.

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Objectives of EUCAM

• Promote Monitoring of Alcohol Marketing
• EUCAM aims to create opportunities and to promote
  monitoring of alcohol marketing in Europe in
  order to gather reliable information about the
  volume and content of alcohol marketing and about
  the functioning of the existing procedures
  related to the regulation of alcohol marketing.
• Promote and disseminate impact research
• EUCAM aims to be an easy accessible source of
  current information and knowledge about the
  impact of alcohol marketing in European
  countries.

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Website www.eucam.info
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EUCAM trend reports
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Other products

• EUCAM contact persons in 18 EU countries who
  contribute to the knowledge
• Network of approx. 500 stakeholders who are
  interested in our work
• Overview of alcohol marketing regulations in EU
  (FASE project)
• Fact sheets
• Newsletter 3 times a year
• Training meetings (next one 23 November
  Brussels)
• Support monitoring by NGOs (AMMIE project)

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What tells science about the impact of alcohol
marketing- short term effect (Experimental
studies)- long term effect (Longitudinal studies)
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• Experiment performed in the Netherlands by Engels
  et al (published in 2009 in Addiction). Derived
  from a presentation by Anderson et al (September
  2009).

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Characters consumed alcohol 3 times and alcoholic
beverages were portrayed an additional 15 times
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Characters consumed alcohol 18 times and
alcoholic beverages were portrayed an additional
23 times
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In both movies, there were two commercial breaks,
either non-alcohol or alcohol advertisements
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non-alcohol commercials
non-alcohol commercials
alcohol commercials
alcohol commercials
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F4.44 plt0.05
Engels et al 2009
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F4.93 plt0.05
Engels et al 2009
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Engels et al 2009
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Volume of advertisement matters!

• Youngsters who are more exposed to alcohol
  advertisements
• Start earlier with drinking alcohol
• Drink higher quantities of alcohol at one
  occasion (binge drinking)
• Consume alcohol more frequently.

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Implications for Policy

• To protect children adolescents exposure to
  large volumes of alcohol advertising should be
  avoided by volume regulations.
• These volume restriction should (FASE project,
  2009)
• Not merely be symbolic policies but should
  contribute substantially to the total volume of
  alcohol advertising to which adolescents are
  exposed
• 2. No significant substitution effects should
  arise.

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Also content matters!

• Research shows that attractive advertisement
  increases the effect on purchasing alcohol by
  youngsters.
• The intention of youngsters to purchase alcohol
  is predicted by how appealing youngsters find the
  advertisement. This attractiveness is constructed
  by the use of humor, celebrities and animals.
  Commercials mainly focused on product qualities
  contribute to a lower intention to purchase
  alcohol (Chen et al., 2005).

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Implications for Policy

• If alcohol advertising is (partly) permitted, to
  protect children adolescents exposure to
  attractive alcohol advertising content
  restrictions should (FASE project, 2009)
• 1. Address all elements that have shown to be
  appealing to young people (e.g. lifestyle images,
  humour).
• 2. Limit advertisements that young people find
  appealing even if these are not specifically
  targeting minors or are specifically appealing to
  minors (but to adults as well).
• 3. Alcohol advertisements should be evaluated
  according to young peoples interpretation and
  not according to the intention of the advertiser.
  

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How is alcohol marketing regulated in the Member
States? Results from ELSA, 2007
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Types of alcohol marketing regulations?

• Self-regulation voluntary rules from the alcohol
  industry
• Statutary regulation regulation embedded by law

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Self-regulation

• Main aim SR is always to avoid or limit statutory
  regulation
• Government action could reach the point where
  the industry would'be well advised to offer some
  form of voluntary agreement in order to put
  off legislation. (Phillip Morris Inc, 1976)
• Self-regulation codes are mainly focus on CONTENT
  restrictions.
• SR in the Netherlands is labelled by industry as
  a best practice

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Statutory regulations

• Protection of Consumer rights and Public Health
  can (and should) be the main aim and not the
  protection of economic interests
• Mainly focused on VOLUME restrictions
• Easier to have effective sanctions.

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National Regulations in Europe

Statutory
Co-regulation
Self-regulation
Fig. 1. Quantity of statutory and non-statutory
alcohol marketing regulations in 24 European
countries (N79)
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National Regulations in Europe

Statutory
Combination
Self regulation
Fig. 2. Quantity of countries which regulates
alcohol marketing by statutory, non-statutory or
co-regulation (N24)
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Regulation in Canada the Netherlands

• Canada
• Alcohol advertising in Canada is self-regulated
  by the industry.
• A nongovernment review board, the Advertising
  Standards Council (ASC), reviews advertisements
  as per request by the industry and guided by
  Canadian Radio-television Telecommunications
  Commission (CRTC).
• From 1997 this pre-clearance advice is no longer
  mandatory by law.
• There are a few Provincial licence in force in
  Ontario. However, these statutory regulations are
  not enforced.

• The Netherlands
• Alcohol advertising in the Netherlands is
  self-regulated by the industry.
• A social aspect organization of the alcohol
  industry (STIVA) reviews advertisements before
  their launch.
• The advice of STIVA is not legally binding.
• Since 2009 there is an additional statutory law
  that prohibit alcohol advertisement on radio and
  television between 6 am and 10 pm.

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Key QuestionWhat do we know about the
difference between self-regulation and statutory
regulation with respect to their effectiveness?
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• Experience SR in NL
• Some types of complaints are systematically
  upheld
• Stimulating irresponsible alcohol consumption
  (article 1)
• Free promotional items or price discounts over
  50 (article 20)
• These upheld complaints are mainly made against
  advertisers who are not part of the
  self-organisation of the industry (e.g. cafes and
  
• restaurants). They do not have abide by the
  code.
• These are concrete articles which you are able to
  test easily.
• Complaints against the larger alcohol producers
  on making implications
• of sexual succes or in particular targeting
  children are often rejected.

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Appealing to youth
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The Netherlands

• Dutch Code article 10 (new Code, 2008)
• Advertising for alcoholic beverages is not
  allowed to specifically focus on minors. In
  particular, practices such as described in the
  explanation of article 10 are not allowed.

NOT UPHELD!
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Canada

• CTRC code (self-regulation)
• Commercial messages for alcoholic beverages shall
  not
• be directed at persons under the legal drinking
  age, associate any such product with youth or
  youth symbols, or portray persons under the legal
  drinking age or persons who could reasonably be
  mistaken for such persons in a context where any
  such product is being shown or promoted.
• Liquor Licence Act (statutory regulation)
• A manufacturer may advertise or promote liquor or
  the availability of liquor only if the
  advertising
• does not appeal, either directly or indirectly,
  to persons under the legal drinking age or is not
  placed in media that are targeted specifically at
  people under that age

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Suggestion sexual success
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The Netherlands
TWFD Article 15c/ Dutch RvA (2002) Alcohol
advertisement shall not create the impression
that the consumption of alcohol contributes
towards social or sexual success.
NOT UPHELD!
This commercial is according to the Dutch
Advertising Committee not in breach with
self-regulation code No suggestion of sexual
success, but Illustration of 1 part bacardi
lemon and 4 parts of Tonic!
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Canada

• CTRC code (self-regulation)
• Commercial messages for alcoholic beverages shall
  not
• imply directly or indirectly that social
  acceptance, social status, personal success, or
  business or athletic achievement may be acquired,
  enhanced or reinforced through consumption of the
  product
• Liquor Licence Act (statutory regulation)
• A manufacturer may advertise or promote liquor or
  the availability of liquor only if the
  advertising
• does not imply that consumption of liquor is
  required in obtaining or enhancing,
• (iii) sexual prowess, opportunity or appeal

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Alcohol and Sport
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The Netherlands
Article 28 Dutch RvA Advertising messages for
alcoholic beverages shall not be borne by an
individual sports person or sporting team, nor
displayed on vehicles that the sports persons or
sporting team uses in the exercise of speed
sports. No regulation in Canada.
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Alcohol and Traffic
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The Netherlands

• Article 17
• No connection between drinking and active
  traffic participation, unless...
• Is dont drink and drive warning visible on
  these vehicles??

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Canada

• CTRC code (self-regulation)
• Commercial messages for alcoholic beverages shall
  not
• introduce the product in such a way or at such a
  time that it may be associated with the operation
  of any vehicle or conveyance requiring skill
• Liquor Licence Act (statutory regulation)
• A manufacturer may advertise or promote liquor or
  the availability of liquor only if the
  advertising
• (e) does not associate consumption of liquor with
  driving a motorized vehicle, or with any other
  activity that requires care and skill or has
  elements of danger

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Alcohol and Inmoderate consumption
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The Netherlands Placement of ads

• Article 27 (Par. 1)
• Advertising for alcoholic
• beverages is not permitted on
• billboards, posters, bus shelters or
• boarding that are in view of
• alcohol rehabilitation centres or
• educational centres that are
• attended primarily by minors, or
• along motorways or roads outside
• built-up areas.

NOT UPHELD!
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Canada
CTRC code (self-regulation) Commercial messages
for alcoholic beverages shall not portray any
such product, or its consumption, in an
immoderate way
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Stimulating excessive drinking
Article 1 Caution with all alcohol advertising
is warranted. Alcohol advertising is not allowed
to stimulate or suggest excessive or
irresponsible consumption.
UPHELDBUT

• Despite 5 convictions in past few years, way of
  advertising not adjusted
• ? decision of Advertising Code Committee has no
  effect!

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Limitations self-regulation code

• Self-regulation is mainly focussed on CONTENT
  restriction
• - It is still allowed to make associations
  between a
• brand/alcoholic beverage and sexual, sportive
  or social
• success.
• - Vague and difficult to measure When is it
  significantly more
• attractive to young people?
• - Most appealing element of alcohol
  advertisement is humor which is not included in
  the code.

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Limitations self-regulation code

• Volume restriction in self-regulation code in NL
  (not in Canada)
• Amount of underaged viewers of an alcohol
  advertisement should not be higher than 25 of
  the total audience
• 1. Industry is not responsible for showing
  counter-evidence of internet and outdoor
  advertisement
• 2. The amount of underaged people in NL is 16
  which is below 25 of total population. Large
  amounts of young people can still be exposed with
  the 25 measure
• 3. Harm is already done after making the
  complaint.

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minors of total population
lt20 20-25 25-30 30-35
minors in EU27 countries 19.4 Source
Eurostat
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Further limitations self-regulation

• Decision of the Committee takes several weeks
  (after campaign is often already completed)
• A (financial) sanction is never imposed in 27
  years of existence code
• A sanction can not be imposed on Non-Members of
  the alcohol industry.

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How effective is statutory regulation?
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Effectiveness of a ban Difficult to meassure
Methological problems

• Saffer et al (2006)
• The estimates show that a 28 reduction in total
  advertising would reduce monthly alcohol
  participation from about 25 to between 24 and
  21. Binge participation would fall from about
  12 to between 11 and 8.

• Nelson et al (2001)
• Review of 14 studies on the effectiveness of
  alcohol advertising bans but found no effect of
  alcohol advertising bans.
• There is evidence that suggests that some bans
  result in substitution between beverages or
  media.

VS
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Whether existing alcohol marketing regulations
are effective is not entirely clear
It is clear, however, what the harm of exposure
to alcohol marketing is for adolescents It
affects their drinking habits! Therefore, in
order to protect young people, the amount of
alcohol marketing should be limited as much as
possible.
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Evaluation New Dutch statutory regulation -
Benefits

• Watershed Alcohol advertising is prohibited
  between 0600 hrs 2100 hrs
• Year 2009 is transition period, from January
  2010 the law is mandatory.
• Evaluation effectiveness ban
• Number of ads before 2100 hrs dropped sharply
• In Jan-June 2009 only 4 of all alcohol ads
  broadcasted before 2100 hrs vs. 43 in Jan-June
  2008 (source Nielsen data 2009).

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Evaluation New Dutch statutory regulation -
Shortcomings

• The total number of alcohol ads have not been
  decreased but have been shifted to later hours.
• Total number ads in Jan-June 2009 5919 vs 5908 in
  Jan-June 2008.
• However, more youngsters between 12-17 years old
  watch after 2100 hours than before (43 vs 36).
  (data Nielsen Media,2007)

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Evaluation New Dutch statutory regulation -
Shortcomings

• Alcohol promotion within TV programs and
  sponsorship of television programs is still
  permitted.
• Law is only obligatory for Dutch television
  stations (more than half of all commercial Dutch
  TV channels are from abroad).
• See example of a television program sponsored by
  Bacardi. This is still allowed (also before 2100
  hrs).

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Evaluation New Dutch statutory regulation -
Conclusion

• Statutory regulation is a good start, but has
  important limitations in reach.
• Moreover, possible subsitution effects have been
  arised which counterbalance the effectiveness of
  the regulation
• After introducing of the time ban, even more
  youngsters are expected to have been exposed by
  alcohol ads than before.
• In the future, the watershed is recommended to
  be extended to a larger time period (eg from 6 to
  2300 hrs) to protect youngsters against
  exposure
• Additionally, sponsoring of television programs
  is recommended to be regulated by the statutory
  regulation as well.

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Possible substitution effects
The ban should be substantial in order to
decrease substitution effects to other
media. Additionally, alcohol regulations should
be embedded in integrated alcohol policy the 3
other Ps should be considered as well. Marketing
is more than only the P of Promotion
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Price as a marketing tool
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Place as a Marketing tool
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Product as a Marketing tool
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Marketing becomes more complex

• Besides marketing in measured media there is
  increasing
• Marketing in digital media

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Alcohol Websites are attractive and
interactive
Become a Party Animal with El Picu
Make your own Passoa Music mix
Be the best dancer and win a trip to NY at
Heineken.nl
Run your own bar at Grolsch.nl
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Marketing becomes more complex

• Besides marketing in measured media there is
  increasing
• Marketing in digital media
• Direct marketing
• Word-of-Mouth marketing (eg buzz marketing)
• Promotional items

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Promotional items
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Marketing becomes more complex

• Besides marketing in measured media there is
  increasing
• Marketing in digital media
• Direct marketing
• Word-of-Mouth marketing (eg buzz marketing)
• Promotional items
• - Promotion in movies and tv programs
• Corporate Social Responsibility

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Marketing becomes more complex

• Besides marketing in measured media there is
  increasing
• Marketing in digital media
• Direct marketing
• Word-of-Mouth marketing (eg buzz marketing)
• Promotional items
• - Promotion in movies and tv programs
• Corporate Social Responsibility
• Marketing of alcohol brands by branding
  non-alcoholic products

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Alcohol-Flavoured Food
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Lessons for Policy

• Limitation of exposure of young people to
  attractive advertisement with CLEAR regulations
  is recommended. Eg French Evin Law.

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The loi Evin

• Before the law

• After the law

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Long term Recommendations for Policy

• Limit exposure of young people to attractive
  advertisement with CLEAR regulations. Eg French
  Evin Law.
• Volume restrictions embedded in statutory
  regulation is recommended to protect young people
  against harmful effects alcohol advertising.
  Limiting alcohol advertisement on media that that
  is difficult to monitor is recommended.
• Global harmonization of alcohol advertising
  regulations is desired to regulate the
  international alcohol marketing practices.
• New trends in alcohol advertising should be
  closely monitored by an independent party.
  Existing regulations should be up to date by
  including the regulation of new marketing tools.

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Recommendations to Canadian Governing Bodies

• Improve the Current Regulatory System
• Reinstate mandatory pre-clearance in Canada
• Increase enforcement of provincial legislation
• Monitor total quantity of alcohol advertising
  also of below the line channels
• Implement Effective Alcohol Control Policies
• Produce industry and statistical reports to
  support informed policies
• Facilitate public awareness of industry
  advertising practices
• Expand regulation beyond traditional media

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Recommendations to Public Health Agencies
Community Interest Groups

• 1) Alternatives to Alcohol Sponsorship
  Promotion
• Develop municipal alcohol sponsorship policies
• Minimize alcohol sponsorship at youth-attended
  events, schools, and on campus
• 2) Community Mobilization
• Mobilize communities against irresponsible
  advertising
• Utilize resources, research, prevention programs
  in schools
• Join with a large number of community partners

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• www.eucam.info
• EUCAM Work Conference Invitation 23 November 2009
  Brussels
• Please subsribe to our free Newsletter and EUCAM
  info.

Contact Information
EUCAM is
supported by European Centre for Monitoring
Alcohol Marketing Postbox 8181 3503 RD
Utrecht the Netherlands T 31 (0) 30 65 65 041 F
31 (0) 30 65 65 043 E-mail eucam_at_eucam.info